Volkswagen Sports Car Challenge 2

Brief

To build on the success and awareness of the original 12 Million+ downloaded Sports Car Challenge simulator experience through greater realism and gameplay depth.

Focused on the Chinese and global markets, Sports Car Challenge 2 on iOS 7 and Android is specifically designed to bring consumers closer to Volkswagen's premium sports car brands and models - Audi, Bentley, Bugatti, Lamborghini, Porsche and Volkswagen.

Strategy

Launched in late October 2013, Sports Car Challenge 2 utilizes the improved processing power of iOS 7 and Android to bring each car fully to life - never before have vehicles been so realistically detailed on mobile devices.

Consumers connect to the Volkswagen brands through hyper-realistic 3D product interaction and linking the game to each of the brands online touch points. Consumers can connect directly to the main brand and dealership sites for information/requesting test-drives and share pictures/data on social networks.

To increase engagement, new features were included such as competing for global leader board positions and perfecting time trials with the new ‘Ghost race’ feature to help build racing talents.

The overall objective of the Sports Car Challenge series of simulation games is to bring the most realistic and exciting driving experiences to consumers mobile devices. The games provide greater reach, entertainment, brand engagement and consumer connection and ultimately, they link the virtual with real-life product interaction.

Results

The Sports Car Challenge series won Best Interactive, Entertainment Mobile Strategy /Campaign at The Drum MOMA 2015 awards
1,000,000+ downloads in first 10 weeks
125,000+ DAU's (Daily Active Users)
25,000+ Volkswagen Group Dealership enquires and test-drives within first 10 weeks
Average downloads per day: 5,000
Cited as 'Best New Game' on iOS App stores in 17 territories since launch
The Sports Car Challenge series won the 'Highly Commended' award within the 'Most Effective Sales Promotion' category at the Mobile Marketing 2015 EMMA awards
Generated 9,000+ sales leads & 339 qualified sales leads across China, Hong Kong and Taiwan during a CRM trial between September to November 2014
5,000,000+ virtual test-drives in first 10 weeks
Total downloads to date: 8,500,000+
Over 1,000,000 Volkswagen Group website hits since launch
Brand engagement time with VW premium sports brands: 1,213,000 mins / 2,306 years (SCC + SCC2)
View Volkswagen Sports Car Challenge 2 on the App Store. View Volkswagen Sports Car Challenge 2 on Google Play.
Figures accurate as of October 2016